The Role of Perceived Usefulness and Perceived Ease-of-Use toward Satisfaction and Trust which Influence Computer Consumers’ Loyalty in China

Abstract

This study was commenced in order to examine the impact that both perceived usefulness and perceived ease-of-use had toward consumers’ loyalty within the computer industry in China, either directly or indirectly through satisfaction and trust. This current study utilized the survey method; questionnaires were selected as the instrument which would be used to collect all of the data from the respondents. All of the questionnaires were electronically distributed through an online survey site to a total of 400 respondents, who originated from, or were living in, five cities in China. After gathering and assessing all of the collected data, a total of 346 items of data were deemed usable, thus enabling these sets of data to be further analyzed by this study. All of these data were further analyzed using the partial least squares-structural equation modeling (PLS-SEM) method using SmartPLS 3.3.2 software. Based on the results obtained through the data’s analyses, the authors would like to conclude that both perceived usefulness and perceived ease-of-use had a positive and significant impact on customer satisfaction, trust and customer loyalty within China’s computer industry. Furthermore, in this study, both customer satisfaction and trust have been found to positively mediate the impact of perceived usefulness and perceived ease-of-use toward customer loyalty; trust serves as a better mediator compared to satisfaction. Meanwhile, this study contributed to the expansion and the enrichment of the literature in the field of marketing by thoroughly examining the implementation of the technology acceptance model (TAM) in predicting customer loyalty within China’s computer industry.

Perceived Ease of Utilization, Usefulness, Security, and Trust in Mobile Banking

“…This situation happens many benefits exist in mobile banking, such as checking balances, transferring money, buying mutual funds, paying insurance policies, monthly electricity, credit card bills, etc. With this fact, this study confirmsGu et al (2009),Roca et al (2009),Aghdaie et al (2011), Amin et al (2014), Al-Sharafi et al (2016,Primananda et al (2020), andWilson et al (2021).…”

“…, who are still enthusiastic about technology. By considering this fact, this study confirmsRoca et al (2009),Aghdaie et al (2011),Primananda et al (2020), andWilson et al (2021).Secondly, this research demonstrates that perceived usefulness positively influences trust in mobile banking. This situation happens many benefits exist in mobile banking, such as checking balances, transferring money, buying mutual funds, paying insurance policies, monthly electricity, credit card bills, etc.…”

Perceived Ease of Utilization, Usefulness, Security, and Trust in Mobile Banking

“…According to the study by Primananda et al (2020), this perceived ease positively affects the confidence of online shopping platform users in Yogyakarta. This fact is also supported by Wilson et al (2021) after employing 346 Chinese laptop users from five cities: Beijing, Shanghai, Shenzhen, Guangzhou, and Hangzhou. Denoting this evidence, we declare the first hypothesis: H1: Perceived ease of utilization positively affects customer trust.…”

“…This model was firstly introduced by Davis (1989), presenting perceived ease of utilization (PEOU) and perceived usefulness (PU) as attitudes determining the intention to use. Furthermore, many researchers modify the technological utilization model by adding customer trust as influenced factor by PEU (Roca, García, & de la Vega, 2009;Aghdaie, Piraman, & Fath, 2011;Primananda, Setyaning, Hidayat, & Ekasari, 2020;Wilson, Keni, & Tan, 2021) and PU (Roca et al, 2009;Revels, Tojib, and Tsarenko, 2010;Gu et al, 2009;Aghdaie et al, 2011;Amin, Rezaei, & Abolghasemi, 2014;Al-Sharafi, Arsha, Abu-Shanab & Elayah, 2016;Primananda et al, 2020;Wilson et al, 2021). Also, Flavián & Guinalíu (2006), Roca et al (2009), Damghanian, Zarei, and Kojuri (2016), Al-Sharafi et al (2016), Ismail, Roslan, Fauzi, and Husin (2017, add perceived security as the trust determinant.…”

How Servqual and Visitor Satisfaction Affect Loyalty and Positive Wom Within the Indonesian Hotel Sector?

“…It is mainly because nowadays, most customers tend to judge the quality of the company (and how they rate the company) mostly by how these companies treat their customers from the service perspective, in which, companies' failure to provide adequate and pleasant service to the customer will most likely cause customers to search for the other alternatives from the other competitors, while increasing the chance or risk that these customers will also spread negative word-of-mouth which could tarnish the company' reputation and image within people's mind (Moreo et al, 2019). Furthermore, satisfaction had also been considered as another factor which could strongly affect one's loyalty toward the company, in which, dissatisfied customers will be most likely to deviate to the other companies offering similar products or services compare to the satisfied one (Wilson et al, 2021). In this case, the term satisfaction, which basically are about consumers' personal judgement regarding whether or not the entire performance and quality offered and shown by the company had satisfied all of the expectations that customer had toward the company, plays an incredibly significant role in determining the company's ability to retain as many customers as possible, while at the same time, also determining the company's ability to retain and grow itself in the market.…”